{"id":16200,"date":"2026-04-28T11:58:23","date_gmt":"2026-04-28T09:58:23","guid":{"rendered":"https:\/\/refinery89.com\/?p=16200"},"modified":"2026-04-28T12:15:31","modified_gmt":"2026-04-28T10:15:31","slug":"spo-och-dpo-inom-programmatisk-annonsering","status":"publish","type":"post","link":"https:\/\/refinery89.com\/sv\/spo-and-dpo-in-programmatic-advertising\/","title":{"rendered":"\u201cLess is more\u201d \u00e4r inte ett tales\u00e4tt, det \u00e4r en strategi: Varf\u00f6r annons\u00f6rer och utgivare omfamnar SPO och DPO?"},"content":{"rendered":"

Det \u00f6ppna internet st\u00e5r inf\u00f6r en paradox. Det har aldrig funnits mer lager, fler partners, fler s\u00e4tt att koppla upp sig mot efterfr\u00e5gan. \u00c4nd\u00e5 blir monetariseringen inte enklare. Faktum \u00e4r att det f\u00f6r m\u00e5nga utgivare blir mindre f\u00f6ruts\u00e4gbart, mindre effektivt och sv\u00e5rare att skala. Idag, v\u00e5r Director of Publishers & AdTech Partnerships Growth, Paula Mora<\/a>, tar \u00f6ver denna blogg f\u00f6r att dela sitt perspektiv p\u00e5 modern SPO och DPO samt hur \u201cmindre \u00e4r mer\u201d-metoden inte bara \u00e4r ett ordspr\u00e5k, det \u00e4r en strategi mer \u00e4n n\u00e5gonsin.<\/p>\n

 <\/p>\n

Vad \u00e4r Supply-Path Optimization (SPO)?<\/h2>\n

 <\/p>\n

Optimerad f\u00f6rs\u00f6rjningsv\u00e4g<\/a> (SPO) \u00e4r processen att optimera hur k\u00f6pare f\u00e5r tillg\u00e5ng till lager, prioriterar de mest effektiva, transparenta och h\u00f6gkvalitativa leveransv\u00e4garna. Det anv\u00e4nds fr\u00e4mst av annons\u00f6rer f\u00f6r att minska kostnader, \u00f6ka transparensen under k\u00f6pprocessen och generera optimerade resultat. Som IAB Europe anger i sitt Guide till optimering av leveransv\u00e4gar<\/a>: \u2018\u2019SPO \u00e4r ett av de mest effektiva s\u00e4tten att sk\u00e4ra igenom bruset mellan medieink\u00f6pare och utgivare<\/i>.\u2019\u2019<\/p>\n

 <\/p>\n

Vad \u00e4r Demand-Path Optimization (DPO)?<\/h2>\n

 <\/p>\n

Efterfr\u00e5ge- och s\u00f6kv\u00e4gsoptimering<\/a> (DPO) syftar p\u00e5 hur utgivare kuraterar och strukturerar sin efterfr\u00e5gestack f\u00f6r att minska on\u00f6diga mellanh\u00e4nder och koppla utgivare mer direkt till annons\u00f6rer, vilket hj\u00e4lper dem att uppn\u00e5 h\u00f6gre priser.<\/p>\n

DPO hj\u00e4lper till att minska dubblerade budf\u00f6rfr\u00e5gningar och \u00f6verlappande budgivningsv\u00e4gar, vilket f\u00f6rhindrar att samma kreativa annons visas flera g\u00e5nger p\u00e5 en sida, vilket hindrar annons\u00f6rer fr\u00e5n att s\u00e4nka sina bud och skyddar dina annonsint\u00e4kter.<\/p>\n

 <\/p>\n

Betyder mer utbud mer spenderande i dagens programmatiska ekosystem?<\/h2>\n

 <\/p>\n

Kort svar: Mer utbud skapar inte mer v\u00e4rde. Och viktigast av allt, det skapar inte mer budget. Annons\u00f6rer skalar inte sina utgifter i samma takt som lagret exploderar. De blir mer selektiva, mer resultatdrivna och mycket mer fokuserade p\u00e5 effektivitet med samma budget. Vad \u00e4r d\u00e5 problemet? En m\u00e4ttad leveranskedja.<\/p>\n

S\u00e5, vad h\u00e4nder n\u00e4r marknaden sv\u00e4mmar \u00f6ver av lager? Du, som utgivare, f\u00e5r inte mer efterfr\u00e5gan. Du riskerar bara att f\u00e5 mer konkurrens fr\u00e5n samma efterfr\u00e5gan. Detta leder oundvikligen till press p\u00e5 CPM, striktare filtrering fr\u00e5n DSP:er och en v\u00e4xande preferens f\u00f6r lager som \u00e4r rena, effektiva och p\u00e5litliga.<\/p>\n

 <\/p>\n

Fr\u00e5n \u00f6verskott till kurering: Varf\u00f6r kvalitet spelar st\u00f6rre roll \u00e4n n\u00e5gonsin i programmatisk annonsering?<\/h2>\n

 <\/p>\n

Aptiten p\u00e5 inventarier av h\u00f6g kvalitet markerar en tydlig f\u00f6r\u00e4ndring i hur ekosystemet beter sig. K\u00f6pare f\u00f6rs\u00f6ker inte l\u00e4ngre bearbeta allt. De f\u00f6rs\u00f6ker filtrera s\u00e5 mycket som m\u00f6jligt f\u00f6r att minska kostnader, f\u00f6rb\u00e4ttra resultat och f\u00e5 mer kontroll. Med andra ord r\u00f6r sig marknaden bort fr\u00e5n \u00f6verfl\u00f6d och seglar mot urval. S\u00e5, vad g\u00f6r du?<\/p>\n

 <\/p>\n

N\u00e4r fler int\u00e4ktsdelningspartners blir ett problem<\/h2>\n

 <\/p>\n

De vanliga f\u00f6rlagsstrategierna fungerar inte som de brukade n\u00e4r det g\u00e4ller att s\u00e4lja annonsplatser effektivt. Tanken var enkel: fler partners = fler bud = mer konkurrens = h\u00f6gre int\u00e4kter. En l\u00e4rdom fr\u00e5n Avkastningsoptimering<\/a> 101, eller hur? Men s\u00e5 \u00e4r det inte l\u00e4ngre.<\/p>\n

Idag kan detta tillv\u00e4gag\u00e5ngss\u00e4tt sl\u00e5 tillbaka. Ist\u00e4llet f\u00f6r att skapa ny efterfr\u00e5gan skickar flera partners ofta samma intryck via olika kanaler, vilket skapar dubbletter. Ur k\u00f6parens perspektiv skapar detta ineffektivitet och minskar i slut\u00e4ndan viljan att ropa aggressivt.<\/p>\n

 <\/p>\n

Duplicering skapar inte efterfr\u00e5gan<\/h2>\n

 <\/p>\n

Varje ytterligare wrapper, adapter eller demand-partner introducerar latens och komplexitet. \u00c4ven sm\u00e5 f\u00f6rdr\u00f6jningar p\u00e5verkar synligheten, tiden till \u00e5tergivning, buddensiteten och i slut\u00e4ndan auktionens dynamik och prestanda. \u00d6ver tid f\u00f6rv\u00e4rras dessa mikroineffektiviteter.<\/p>\n

Samtidigt fragmenterar duplicerade s\u00f6kv\u00e4gar signaler och minskar tydligheten f\u00f6r k\u00f6pare. Ist\u00e4llet f\u00f6r att st\u00e4rka ditt lager riskerar du att g\u00f6ra det sv\u00e5rare att utv\u00e4rdera och l\u00e4ttare att ignorera.<\/p>\n

 <\/p>\n

Less is more \u00e4r inte bara ett tales\u00e4tt, det \u00e4r en strategi<\/h2>\n

 <\/p>\n

\u201cMindre \u00e4r b\u00e4ttre\u201d \u00e4r inte bara ett proffstips f\u00f6r heminredning. Det \u00e4r en strategisk nyckel i din annonsint\u00e4ktsgenerering. Det \u00e4r vanligt att se sidor \u00f6verbelastade med annonsenheter, under antagandet att de automatiskt kommer att \u00f6vers\u00e4ttas till mer int\u00e4kter. Det \u00e4r s\u00e4llan ett bra drag.<\/p>\n

N\u00e4r en sida \u00e4r f\u00f6r t\u00e4t minskar l\u00e4sbarheten och anv\u00e4ndare tappar intresset snabbare. I sin tur minskar den \u00f6vergripande uppfattningen av kvalitet, b\u00e5de ur ett anv\u00e4ndar- och ett annons\u00f6rsperspektiv. L\u00e4gg m\u00e4rke till: annons\u00f6rer bel\u00f6nar inte volym, de bel\u00f6nar prestanda.<\/p>\n

Som Ariane Paez Bravo<\/a>, Chef f\u00f6r lagerutveckling hos The Trade Desk<\/a>, en av v\u00e5ra mest betrodda efterfr\u00e5gepartners, f\u00f6rklarar, <\/i><\/p>\n

\u201cPremium annonsupplevelser ger b\u00e4ttre resultat \u00e4n enbart volym. Med flexibiliteten att v\u00e4lja budgivning selektivt, ist\u00e4llet f\u00f6r att monet\u00e4risera varje visning, prioriterar vi kvalitet, visbarhet och prestanda. Resultatet \u00e4r inte bara tillg\u00e5ng till premiumlager, utan annonsupplevelser som ger starkare aff\u00e4rsresultat och skyddar l\u00e5ngsiktigt v\u00e4rde.\u201d<\/i><\/p><\/blockquote>\n

\u00a0<\/i><\/p>\n

Hur omfamnar du ekosystemets nya s\u00e4tt?<\/h2>\n

 <\/p>\n

Annons\u00f6rer f\u00f6rs\u00f6ker hitta s\u00e4tt att ta sig igenom utbudet f\u00f6r att snabbare komma \u00e5t det bra materialet (ditt lager). Under denna process finns det m\u00e5nga faktorer som inte beror p\u00e5 dig. Vi rekommenderar d\u00e4rf\u00f6r att du fokuserar p\u00e5 det du kan kontrollera, vilket \u00e4r att optimera ditt annonsutbud.<\/p>\n

 <\/p>\n

Anslutning till r\u00e4tt efterfr\u00e5ganspartners<\/h3>\n

 <\/p>\n

Varje webbplats \u00e4r sin egen lilla v\u00e4rld och all efterfr\u00e5gan duger inte. Du beh\u00f6ver r\u00e4tt efterfr\u00e5gan f\u00f6r din strategi. F\u00f6r att f\u00f6renkla den h\u00e4r processen kan du f\u00f6rlita dig p\u00e5 en AdTech-partner som vi p\u00e5 Refinery89 f\u00f6r att kurera den b\u00e4sta efterfr\u00e5gan f\u00f6r din webbplats.<\/p>\n

 <\/p>\n

Annonsinst\u00e4llningsoptimering<\/h3>\n

 <\/p>\n

En ren layout, en logisk struktur och en genomt\u00e4nkt positionering \u00e4r gr\u00f6na flaggor f\u00f6r k\u00f6parna. Det ber\u00e4ttar f\u00f6r dem vilket lager som \u00e4r v\u00e4rt att betala f\u00f6r och \u00e4r viktigare \u00e4n n\u00e5gonsin. Topputgivare vinner inte genom att anv\u00e4nda fler annonsenheter. Nyckeln \u00e4r var de \u00e4r placerade. Ett f\u00e5tal v\u00e4lplacerade annonser med h\u00f6g effekt kommer vanligtvis att \u00f6vertr\u00e4ffa m\u00e5nga annonser med l\u00e5gt v\u00e4rde. Det handlar inte om att fylla alla m\u00f6jliga utrymmen. Det handlar om att f\u00e5 varje intryck att r\u00e4knas.<\/p>\n

 <\/p>\n

Inneh\u00e5llskvalitet<\/h3>\n

 <\/p>\n

Ut\u00f6ver annonsupps\u00e4ttningen finns det ett annat lager som blir allt viktigare: inneh\u00e5llskvalitet. Mer inneh\u00e5ll inneb\u00e4r inte mer int\u00e4kter om kvaliteten sjunker. K\u00f6parna blir allt mer selektiva, varum\u00e4rkess\u00e4kerhet<\/a> inneh\u00e5ll, starka redaktionella standarder och verkligt publikengagemang \u00e4r en v\u00e4sentlig del av monetariseringsekvationen.<\/p>\n

 <\/p>\n

Kortsiktiga taktiker, l\u00e5ngsiktig p\u00e5verkan. Fr\u00e5n volym till v\u00e4rde<\/h2>\n

 <\/p>\n

Allt som n\u00e4mnts ovan pekar \u00e5t samma h\u00e5ll: Framtiden f\u00f6r programmatisk handel handlar om att minska bruset, f\u00f6rb\u00e4ttra signalkvaliteten och bygga ett utbud som k\u00f6pare vill ha tillg\u00e5ng till. Verkligheten \u00e4r enkel: det finns mer utbud \u00e4n efterfr\u00e5gan, och endast det utbud som utm\u00e4rker sig i kvalitet, struktur och f\u00f6rtroende kommer att f\u00e5nga den efterfr\u00e5gan.<\/p>\n

 <\/p>\n

Kvalitet f\u00f6re kvantitet \u00e4r det nya svarta<\/h2>\n

 <\/p>\n

Kvalitet \u00e4r inte l\u00e4ngre en trend. Det \u00e4r grunden. P\u00e5 Refinery89 tror vi inte p\u00e5 att \u00f6verbelasta sidor eller m\u00e5ngfaldiga partners bara f\u00f6r att \u00f6ka volymen.<\/p>\n

Vi fokuserar p\u00e5 att bygga effektiva upps\u00e4ttningar, kurera r\u00e4tt efterfr\u00e5gan och hj\u00e4lpa utgivare att frig\u00f6ra det fulla v\u00e4rdet av sitt lager. F\u00f6r idag \u00e4r mindre inte en begr\u00e4nsning, det \u00e4r en konkurrensf\u00f6rdel. Kontakta v\u00e5ra experter f\u00f6r en kostnadsfri webbplatsgranskning!\u00a0<\/a><\/p>","protected":false},"excerpt":{"rendered":"

The open internet is facing a paradox. There has never been more inventory, more partners, more ways to plug into demand. And yet, monetization isn\u2019t getting easier. In fact, for many publishers, it\u2019s becoming less predictable, less efficient, and harder to scale. Today, our Director of Publishers & AdTech Partnerships Growth, Paula Mora, takes over […]<\/p>\n","protected":false},"author":19,"featured_media":16208,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,12,20],"tags":[26,24,72,304],"class_list":["post-16200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-publishers","category-refinery-academy","tag-ad-monetization","tag-programmatic-advertising","tag-publishers","tag-spo"],"yoast_head":"\nWhy Advertisers and Publishers Are Embracing SPO and DPO?<\/title>\n<meta name=\"description\" content=\"Modern programmatic advertising is embracing SPO and DPO. 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